Style Makers; Craig Miller and Richard Zeichik, Fund-Raisers

By Ron Alexander

Published: November 25, 1990

When they first met in 1984, Craig Miller and Richard Zeichik were involved in, among other issues, Southern California's nuclear-freeze movement and arms reduction. Later that year, their prime concern became AIDS; since then they have raised almost $27 million in the battle against the disease.

The two Californians (Mr. Miller, who is 31 years old, lives in Santa Monica; Mr. Zeichik, 33, lives in Los Angeles) came up with the idea of a 10-kilometer AIDS Walk-a-thon. Held in Los Angeles in July 1985, the event's contributors sponsored participants per kilometer. "It was early in the epidemic; many people still associated AIDS solely with the gay community," Mr. Zeichik said. "We wanted to make the event one in which the entire community would participate." Mayor Tom Bradley of Los Angeles and the actress Ann-Margret were among the more than 4,500 who took part. The goal was $100,00o; Mr. Miller and Mr. Zeichik raised $673,000.

Barraged by requests for assistance from AIDS organizations nationwide, the men, who had formed Miller, Zeichik & Associates, headed East where their first AIDS Walk New York, in May 1986, raised $710,000. This May, New York's fifth Walk-a-thon, with 25,000 participants, brought in $4.1 million.

On Dec. 8, Javits Convention Center in New York will be the scene of the partners' next fund-raiser: a five-hour Dance-a-thon to benefit the Gay Men's Health Crisis, the nation's oldest and largest AIDS organization.

Participants -- 5,000 are expected -- must register in advance and must bring in at least $75 in contributions. Mr. Miller and Mr. Zeichik are hired by AIDS organizations for a flat fee instead of being paid a percentage of the proceeds. They hope the Dance-a-thon will raise a million dollars.

Photo: Craig Miller, left, and Richard Zeichik. (Linda M. Baron for The New York Times)